Interview about Shahi Gulab Liqueur Packaging, winner of the A' Packaging Design Award 2025
The Maharani Mahansar Vintage Edition Shahi Gulab design embodies the harmony of tradition and artistry, drawing from Rajasthan heritage and the cultural significance of rose farming. The packaging features a vintage shield motif and a carefully curated black, red, and gold palette, symbolizing timeless sophistication. The vintage bottle captures the historical essence of the region, elevating its visual and tactile appeal. This creation emphasizes a connection to nature and a respect for craftsmanship, making it a thoughtful addition to any collection.
View detailed images, specifications, and award details on A' Design Award & Competition website.
View Design DetailsThe journey of creating the Shahi Gulab Liqueur Packaging began with a deep reverence for Pushkar’s centuries-old legacy of rose farming. Known as the rose capital of India, Pushkar’s blooms carry not only fragrance but rich cultural symbolism—ritual, romance, and royalty. I wanted to capture that timeless beauty and embed it into a design language that felt both culturally rooted and globally luxurious.The core idea was to make the packaging feel like a celebration of this legacy. The bottle form was crafted to echo the shape of a blooming rose, with a wide, rounded base that hints at the fullness of the flower. The color palette—deep crimson with gold accents—was chosen to evoke royal opulence, while still staying true to the natural elegance of rose petals.Intricate patterns inspired by Rajasthani architecture and jaali work were subtly embossed onto the bottle and label, creating tactile depth. The rose motif wasn’t just an illustration—it became a narrative anchor, with every curve, hue, and detail designed to evoke both heritage and indulgence.The goal was to elevate Pushkar’s humble rose into an object of desire, capturing its story in a bottle that speaks of artisanal craftsmanship, regal romance, and contemporary sophistication. Winning the Gold A’ Design Award affirmed that this fusion of history and elegance resonates far beyond borders.
The vintage shield motif and black, red, and gold palette in Shahi Gulab Liqueur Packaging create a striking visual narrative - what inspired these specific design choices and how do they connect to Mahansar Fort's royal heritage?Answer:The vintage shield motif was inspired directly by the emblems and insignias found in Mahansar Fort—symbols that once represented valor, pride, and royal lineage. I wanted the packaging to evoke that same sense of authority and timeless grandeur, positioning Shahi Gulab not just as a liqueur, but as a legacy in a bottle.The color palette plays a crucial storytelling role. Black symbolizes strength and mystery—echoing the powerful presence of the fort itself. Red reflects the richness of Pushkar roses, while also representing festivity, love, and Rajasthani vibrance. Gold, of course, ties the entire visual story back to royalty, craftsmanship, and indulgence. The interplay of these three colors creates a palette that is bold, regal, and emotionally evocative.Together, the shield and color scheme form a visual bridge between Mahansar’s royal past and today’s luxury market. They root the product in its noble origins while giving it the premium, international appeal it deserves—celebrating heritage not as nostalgia, but as a living, luxurious experience.
My design approach for Shahi Gulab was rooted in an intimate exploration of Mahansar Fort and Rajasthani visual culture. During on-site research and historical study, I was deeply inspired by the intricate jaali work, floral motifs, and frescoes that adorn the fort’s interiors—each detail telling stories of craftsmanship, royalty, and reverence for nature.These architectural elements became the blueprint for the packaging’s ornamental embossing. I translated the hand-carved stone patterns into layered textures on the label and box, giving the design a tactile richness that mirrors the craftsmanship of Rajasthan’s golden age. The embossing wasn’t just decorative—it created a sense of heritage you could feel in your hands.Gold foiling was used with the same philosophy. Drawing from the gilded murals and golden domes of the region, I applied foil selectively to elevate specific motifs, borders, and the royal crest, ensuring it added dimension without overwhelming the subtle elegance of the design.Ultimately, these traditional influences weren’t replicated—they were reinterpreted with a modern lens, allowing the packaging to honor its roots while standing confidently in the realm of contemporary luxury. The result is a sensorial and cultural experience that celebrates both the art of design and the soul of Mahansar.
Balancing deep-rooted heritage with modern luxury was one of the most nuanced challenges in designing Shahi Gulab. The risk was either leaning too heavily into tradition—making the packaging feel dated—or over-modernizing and losing the emotional richness of its cultural origin.To navigate this, I adopted a dual-layered design approach. At the core, the visual and structural elements—like the jaali-inspired embossing, royal shield motif, and rose symbolism—were drawn from traditional Rajasthani art and Mahansar’s royal lineage. These paid homage to the past and anchored the design in authenticity.The outer layer—in terms of layout, typography, and material finishes—was consciously designed with contemporary sensibilities in mind. I opted for a clean hierarchy, premium minimalism, and functional ergonomics to appeal to modern consumers. For example, the bottle structure was engineered to be elegant yet practical for shelf display and export logistics, while the rose-shaped silhouette added subtle storytelling without sacrificing efficiency.The key was restraint and refinement—knowing what to highlight, what to simplify, and where to let the materials speak for themselves. By using age-old craftsmanship techniques like gold foiling and embossing, but executing them with precision and modern restraint, we created a packaging experience that feels timeless, functional, and truly regal.
The material selection for Shahi Gulab was driven by a desire to evoke the richness of touch that complements the visual opulence of the design. I wanted the packaging to not only look regal but also feel deeply rooted in craftsmanship—inviting the consumer to engage with it on a sensory level, much like the ceremonial unwrapping of a royal gift.The textured paper was chosen to resemble handcrafted fabric or ancient scrolls—materials historically associated with Rajasthani royalty. Its subtle grain gives an immediate sense of authenticity and artisanal value, aligning perfectly with the brand’s heritage story. It also provided the ideal base for embossing and gold foiling, allowing intricate details to come alive both visually and through touch.Specialized printing techniques like multi-depth embossing, spot foiling, and precision die-cutting were carefully integrated to ensure every element—from the rose emblem to the royal crest—felt intentional and immersive. These tactile choices elevated the unboxing experience, turning the packaging into an extension of the product’s luxurious character.Ultimately, each material and technique was selected not just for aesthetics or finish quality, but for how it contributed to the overall narrative of regal sophistication rooted in tradition. It’s a design that speaks before it’s even opened.
Every dimension of the Shahi Gulab Liqueur Packaging was thoughtfully calculated to balance aesthetic harmony with real-world usability. The goal was to create a bottle that looked like a luxurious keepsake while performing flawlessly within the practical demands of storage, shipping, and shelf display.The bottle’s wide, low-shouldered silhouette was inspired by the blooming shape of a rose—symbolizing abundance and delicacy—while the slightly tapered neck added elegance and ease of pouring. These proportions not only conveyed a strong visual identity but also ensured stability, grip comfort, and a distinctive shelf presence.Likewise, the outer box dimensions were designed to cradle the bottle snugly, allowing for secure transit while enhancing the sense of unboxing a royal artifact. The dimensions also ensured compatibility with standard logistics and retail constraints, making it export-friendly without compromising its premium feel.By refining every measurement down to the millimeter—whether for the glass mold, label placement, or die-cut layout—I ensured that each element aligned perfectly, achieving a cohesive silhouette. This meticulous attention to proportion allowed the design to feel visually graceful, structurally sound, and deeply considered, making every aspect of the experience, from first sight to final pour, feel intentional and elegant.
To visually express the preciousness of Rosa Damascena—one of the most revered and aromatic roses—I approached the design with a dual narrative: one of botanical luxury, and the other of royal lineage. The challenge was to present the rose not just as a floral ingredient, but as a symbol of elegance, refinement, and cultural richness.The solution began with color storytelling. I used deep crimson to reflect the richness of the rose petals, paired with gold accents to signify its value and connection to regal opulence. The bottle’s rounded form and blooming base silhouette were inspired by the organic fullness of a rose in peak bloom—immediately communicating rarity and delicacy.To tie it back to Rajasthan’s royal heritage, I incorporated motifs drawn from palace architecture and traditional jaali patterns, embedding them subtly within the embossed textures. This helped frame the rose within a historical and cultural context, suggesting that this is not just a botanical infusion—but a continuation of rituals once reserved for royalty.Even the choice of name—Shahi Gulab—was meant to evoke a poetic harmony between the flower and the throne. By carefully merging floral delicacy with the authority of Rajasthani heritage, the packaging tells a story of a rare bloom treasured through centuries, now reborn as a luxurious spirit.
The user interaction design for Shahi Gulab was envisioned as a ceremonial experience, inspired by the grandeur of royal offerings and traditional Indian rituals. I wanted every moment—from unboxing to pouring—to feel intentional, elegant, and emotionally immersive.The box opens like a regal casket, revealing the bottle nestled inside, almost like a treasured heirloom. This was inspired by vintage jewelry boxes and royal scroll containers, where the act of opening carried both anticipation and reverence. The layered unboxing slows the pace, allowing the consumer to savor the moment, much like the first sip of a luxury spirit.The bottle seal, featuring an embossed emblem and a gold neck ribbon, reinforces authenticity and heritage. It mimics old-world wax seals and royal insignias, creating a tactile moment of trust and prestige. Functionally, it ensures secure packaging, while emotionally, it transforms the simple act of breaking a seal into a symbolic unlocking of heritage.Together, these elements elevate the consumer journey—turning it from a transactional opening into a sensory ritual. They make the user feel like a participant in a grand narrative, not just a buyer of a product—perfectly aligning with the legacy and luxury embedded in Shahi Gulab.
Shahi Gulab Liqueur Packaging represents a shift toward deeper, more meaningful storytelling in the premium spirits category—one that goes beyond surface-level aesthetics to connect emotionally through cultural context. I believe this project sets a precedent for how design can respectfully reinterpret heritage into a modern luxury language without diluting its roots.In an increasingly global marketplace, consumers are craving authentic narratives—designs that are not only beautiful but also rooted in place, history, and emotion. Shahi Gulab’s success shows that cultural storytelling, when done with depth and sensitivity, can become a brand’s most powerful differentiator. It invites designers to look inward—into regional crafts, rituals, and histories—and reimagine them through a contemporary lens that appeals to global sensibilities.I envision future spirit packaging becoming more immersive, tactile, and narrative-driven—where every design choice, from form to finish, carries cultural resonance. Shahi Gulab serves as a benchmark for this evolving trend, where packaging becomes not just a vessel for the product, but a storyteller in its own right—honoring tradition while shaping the future of premium branding.
Winning the Gold A' Design Award for Shahi Gulab has been a deeply affirming moment—not just for the project, but for the design philosophy I stand by. It reinforced that blending cultural heritage with modern design is not just relevant—it’s essential in creating work that resonates on a global scale.This recognition validated the idea that storytelling through cultural roots, when done with care and clarity, has universal appeal. It has encouraged me to go even deeper into research, symbolism, and traditional craft processes, while pushing the boundaries of how those can be reimagined for today’s luxury consumer.Post this award, I’ve become even more intentional in my process—treating each design not just as a visual solution, but as a bridge between history and innovation. It’s inspired me to champion more regional narratives and forgotten legacies, giving them a new voice through refined, globally appealing packaging. The award has not only elevated my visibility as a designer but also deepened my responsibility to preserve and celebrate culture through contemporary expression.
Dive into a world of design excellence with our curated highlights. Each feature showcases outstanding creativity, innovation, and impact from the design world. Discover inspiration and learn more about these incredible achievements.
